Mastercard is decided to profit from the market opportunities that voice assistants are providing through the launch of its new Sonic Brand. The financial company will premiere this new sound brand during the Grammy Week with the help of the Grammy nominated singer Camila Cabello.
The move comes on the heels of the company’s recent transition to a symbol brand (dropping its name from its iconic brand mark in select contexts) and is part of its continued brand transformation.
“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognize Mastercard
today and in the future,” said Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard. “We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important that our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”
On the turn into a symbol brand in early January 2019, Rajamannar explained: “Reinvention in the digital age calls for modern simplicity. And with more than 80 percent of people spontaneously recognizing the Mastercard Symbol without the word ‘mastercard,’ we felt ready to take this next step in our brand evolution. We are proud of our rich brand heritage and are excited to see the iconic circles standing on their own.”
“We live in a time where, increasingly, we communicate not through words but through icons and symbols. Mastercard has had the great fortune of being represented by two interlocking circles, one red, one yellow, since its founding in 1966,” Michael Bierut (partner at Pentagram) underescored, “Now, by allowing this symbol to shine on its own, Mastercard enters an elite cadre of brands that are represented not by name, but by symbol: an apple, a target, a swoosh. Mastercard’s two interlocking circles have always represented their commitment to connecting people. Now, that commitment is given greater presence by Mastercard’s status as a symbol brand.”
Following the U.S. introduction of the new Mastercard Sonic Brand, the Mastercard sound will head to The BRIT Awards in London and then Mobile World Congress in Barcelona. Additional activations and sonic integrations will be announced around the world in the coming months, including the launch of Mastercard’s first smart speaker skill for priceless.com.
The Sonic Brand becomes the sound brand identity in all the company activities, from TV commercials to the acceptance of a payment with your mobile reinforcing the brand identity eny time a consumer interacts with Mastercard.
With both the Iocn Brand and the Sonic Brand Mastercard pioneers the era of digital brands for digital consumers.
Why Sonic and why now?
With voice shopping set to hit $40 Bn by 2022 just considering the UK and the USA (following the report published by OC&C Strategy Consultants) audio identities not only connect brands with consumers on a new dimension, they are tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world.
From connected cars to voice shopping, the modern way we live, work and pay continues to change and impact the way we interact with the world around us, including the role of brands. Adding sound to Mastercard identity is a powerful way to connect with people and a crytical component to help people recognize modern mastercard today and in the future.
The basic version of the Sonic Brand will be adapted to each situation and country to ensure local relevancy. The Sonic Brand will be extended to many assets and touch points, from musical scores to sound logos and ringtones, to whole music and point of sale acceptance sounds.
“Audio makes people feel things, and that’s what makes it such a powerful medium for brands, said Matt Lieber, Cofounder and President, Gimlet. “With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a “nice-to-have” for brands, it’s a necessity. A sonic identity (the audio calling card for a brand) is now just as important as a brand’s visual identity.”
Melody comes to life during GRAMMY Week and the Mastercard Sensory Lab at Fred Segal
In the lead up to the 61st Grammy Awards®, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.
In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.
“Fred Segal Sunset is Los Angeles’ premier destination for new and innovative retail experiences, which is why we are thrilled to be the first retailer that will feature the new Mastercard sonic brand at the point of sale in our store, “ said John Frierson, president, Fred Segal. “The Sensory Lab will be a uniquely fun and engaging kickoff for the many things Fred Segal and Mastercard are collaborating on this year.”
At the Mastercard Sensory Lab visitors can: a) Hear the new Mastercard transaction sound when they checkout at Fred Segal; b) Get a sneak peek of the new Priceless Cities skill for voice-enabled assistants; c)Shop exclusive merchandise by Joe Freshgoods x Super Duper Kyle, available for purchase only with a Mastercard.
Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM.
The Symbol Brand
The iconic two circles intersected of Mastercard stand on its own since 7th January across cards using the red and yellow brand mark, acceptance marks at retail locations both in the physical and digital worlds, and major sponsorship properties. As the consumer and commerce landscape continues to evolve, the Mastercard Symbol represents Mastercard better than one word ever could, and the flexible modern design will allow it to work seamlessly across the digital landscape.
The red and yellow interlocking circles have been the hallmark of the Mastercard brand for more than 50 years, symbolizing the brand’s promise to connect people to Priceless possibilities. The instantaneously recognizable circles are a powerful symbol that bring people closer to their passions and give them the confidence and trust that their transactions are secure.
Image over the headline.- Mastercard debuts its Sonic Brand identity. Photo: Business Wire.
Related external links:
Listen how it sounds Mastercard (the basic sound)
Listen how it sounds Mastercard in Dubai (UAE)
Listen how it sounds Mastercard (Cinematic version)
Listen how it sounds Mastercard in Cape Town (South Africa)
Listen how it sounds Mastercard when you accept a payment with your mobile
Listen how it sounds Mastercard when you pay with your smart watch for the ride on a taxi
